Plan estratégico para el alojamiento rural “Cabaña El Encanto de ALU” ubicada en Paipa Boyacá.

Abstract

Rural tourism represents opportunities for local economic development, which demands strategic planning to improve the competitiveness of accommodation establishments that ensure quality, well-being and experiences for visitors. The objective of this research is to formulate a strategic plan for the rural accommodation "Cabaña El Encanto de ALU" located in the Pantano de Vargas, in Paipa Boyacá, which improves its competitive position in the market. The methodology is of a mixed approach, of a case study, in which the survey of tourists and the documentary review are applied as information gathering instruments. In the results, the perceptions of tourists are described, an external and internal analysis is carried out through strategic planning tools, competitive advantages, objectives and strategies are established to improve the competitive position and measures and actions are elaborated for their implementation. Infrastructure improvements, information systems to improve quality and the provision of wellness, gastronomic and historical heritage experiences are required to improve the competitive position. It is concluded that the formulated strategic plan allows to enhance the offer of rural accommodation, satisfy the needs of the guests and stand out in the tourist market of the region.